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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Considering Real-Time Marketing? Beware of the Black Box

There is a classic 90’s movie, Dumb and Dumber, where Jim Carey’s character (Lloyd) asks his love interest (Mary) about the chances of them ending up together:

Lloyd: What do you think the chances are for us to end up together?
Mary: Not good.
Lloyd: You mean, not good like one out of a hundred?
Mary: I’d say more like one out of a million.
Lloyd: So you’re telling me there’s a chance…YEAH!

Sometimes this is the sad situation that marketers face when using heavy analytical tools to gauge customer interest. Throw statistics at the problem and try to determine the interest of a consumer through a propensity score. What does a .25 propensity score mean and how is it calculated? How does a marketer use this information to improve the customer experience? What happens if decisions from this data don’t hit the mark?

“Black box” is a common phrase for technologies that attempt to help marketers through algorithms, models, and statistical analysis. The concept of black box technology has been around for a while and is defined in Wikipedia:

A black box is a device, object, or system whose inner workings are unknown; only the input, transfer, and output are known characteristics. In science and engineering, a black box is a device, system or object which can be viewed solely in terms of its input, output and transfer characteristics without any knowledge of its internal workings, that is, its implementation is “opaque” (black).

 

Denis Failly's insight:

Other example of black box : Google and its algorithm

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What Real-time Marketing Can Learn From QR Codes

What Real-time Marketing Can Learn From QR Codes | Beyond Marketing | Scoop.it
Real-time marketing is all the rage, but its practitioners could learn a lot about what to do (and what not to do) from how QR codes are used (and misused)
Denis Failly's insight:

QR codes as replacement URL is a bad use.

Where QR codes make sense, however, is when they unlock information that adds to an environment where mobility is assured or presumed. One of my favorite examples is this bar coaster from Scotty’sin Indiana, where patrons can unlock the rotating beer menu via QR.

In this way, QR codes ARE real-time (or should be). How can they make a scenario better? Could they show the set list at a concert? Could they be added to a jockey’s silks to show the horse’s racing history? Realtors that instantly distribute house specs via QR code (instead of tubes of curly, paper flyers) are using the technology in a way that improves, rather than annoys.

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Real-Time Marketing is the New Normal | Business 2 Community

Real-Time Marketing is the New Normal | Business 2 Community | Beyond Marketing | Scoop.it
Everything is happening now. Instant delivery of films and books to our computers. Instant gratification. And if we can’t have it now, we can certainly
Denis Failly's insight:

Ok but we must be very careful that RTM don't lead to lower quality of contents

 

 

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Real Time Understanding

With the power of social media, public sentiment can effect your business in real time. Malcolm De Leo shares some tips on how to adapt to this new reality by harnessing fast and accurate listening data.
Denis Failly's insight:

"How are we going to survive this new business reality?  I have said it many times in my adventures across the social media landscape; we are living in a time where you don’t own your brand anymore.  How are you going to adjust?  You are going to need to think out of the box right now and not later.  So let’s deconstruct that thought a bit.  If I need to watch my brand or business in a multitude of ways moment by moment in social, what am I going to need ?"

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Time for Real Introspection on Real Time Marketing

Time for Real Introspection on Real Time Marketing | Beyond Marketing | Scoop.it

Within the last few weeks, we’ve been treated to the birth of a new phrase that’s leaving marketing pundits everywhere breathless: real time marketing. It’s a branch of the equally as hyped “content marketing,” and we can thank Oreo for doing such a tremendous job at the Super Bowl with their infamous “dunk in the dark” tweet in response to the power outage, along with the likes of Tide, Audi and others. In the last week or so, we’ve seen commentary saying that brands need to adjust to the new 24/7 marketing model.

 

 

Denis Failly's insight:

This new practice though is much more intensive. It requires a great deal of resources, a high level of trust between agency and brand, the ability to monitor – and process – a lot of information quickly, and the ability to put it into context in a way that suits the audience rather than the brand. There’s an art to making a witty comment in a meeting or at a cocktail party; it requires the commenter to have:

 

A sense of timingThe ability to read the audienceBroad knowledge of universally understood concepts and cultural touchpointsGood judgment
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Real-Time Content Marketing Requires Brands Live in the Moment

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